Aesthetic Consumption Differences in Asian-American and Anglo Subcultures:

Abstract

The criteria by which three Asian subcultures within the U.S.-Chinese, Japanese, and Korean-and the Anglo subculture engage in aesthetic consumption are empirically examined. The findings indicate that there are differences in the preferences related to the various attributes of art-specifically eroticism, symmetry, and emotion-and the "packaging" of such artistic consumption, that is, the museum. These results have important segmentation and positioning implications for non-profit markets as well as the "aesthetic" elements of consumer goods packaging design for different ethnic groups.